From Days To Minutes: How Marketing Teams Are Unlocking Massive Operational Efficiency

From Days To Minutes: How Marketing Teams Are Unlocking Massive Operational Efficiency
B&T Magazine
Edited by B&T Magazine



generational AI tools like ChatGPT and Google’s Bard are helping marketing teams fast-track ideation, market research and copywriting. But as economic forces have impacted marketing team sizes, forcing Marketers to do more with less, CMOs are also investing in marketing workflow solutions that improve creative operational efficiency while ensuring brand and marketing compliance.

Tabcorp, one of the largest gambling and entertainment companies in the world, must balance a high volume of marketing content productivity with strict regulatory compliance guidelines. Doing both fast is no easy feat. But thanks to investing in IntelligenceBank, the leading digital asset management and marketing operations platform, Tabcorp was able to create 9,500 digital assets in 10 weeks within the Spring Racing season with just a handful of graphic designers – without a single error.

“What used to take up to 7 to 10 days now takes 20 minutes,” said Tabcorp’s Chris Yates, senior manager for marketing operations, wagering and media.

Along with other MarTech stacks such as marketing automation software, ecommerce platforms and more, platforms that help creative teams produce large volumes of approved creative is increasingly common. Standardising creative briefs, creative templates, disclaimers, approved art, workflow approval processes and more pays dividends by providing the internal guardrails teams need to work at speed while maintaining brand and regulatory compliance. The critical component is ensuring that the marketing team is using a single platform for all its creative workflow as opposed to a fragmented array of cloud storage, communication tools, project management tools and spreadsheets.

Simultaneously, AI shaves hours off the process of finding and deploying media by auto-tagging videos, images and audio files. AI also helps teams minimise errors in the publishing process. The platform helps teams “Move fast without breaking stuff,” said IntelligenceBank CEO Tessa Court. Among IntelligenceBank’s 880,000 users across 55 countries are highly regulated global brands like Hertz, Hyatt, KFC, WestPac and Suncorp – as well as lots of retail companies and creative agencies.

As marketing teams increasingly look to AI-powered solutions to do more with smaller teams, there’s also no end to the need for integrations. Integrations with solutions that power digital business and creative solutions such as WordPress, Drupal, Shopify, Adobe Premier and Figma are more important than ever. “Marketing teams simply can’t afford to waste time searching for and deploying approved assets across various software providers,” says Court. “MarTech stacks need to work as one seamless platform for workflow. And that’s not just a nice-to-have. It’s required”.

Get the complete Tabcorp case study here.




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